The NFL’s international ambitions have never been clearer, with Europe emerging as the focal point for potential expansion. While the league has long hosted games overseas, the question on many fans’ minds in 2025 is: Is the NFL truly expanding to Europe? Here’s what we know so far.
Growing International Presence
The NFL has steadily increased its global footprint through the NFL International Series, which features regular-season games in cities like London, Mexico City, Munich, and São Paulo. In 2025, the league will return to London and São Paulo, while also debuting games in Berlin, Madrid, and Dublin. Notably, Madrid will host its first-ever NFL regular-season game at the iconic Santiago Bernabéu Stadium, thanks to a partnership with Real Madrid.
This expansion of international games is part of a broader strategy to increase the number of overseas contests from four to potentially eight per season starting in 2025, reflecting the league’s commitment to growing its fanbase worldwide.
The Prospect of European Teams
Beyond just games, the NFL is exploring the possibility of establishing permanent teams in Europe. Rumors surfaced in early 2025 that the NFL Players Association (NFLPA) was preparing for a push toward creating a four-team European division, potentially based in cities like London, Berlin, and Madrid. However, the NFLPA later refuted claims that such plans were imminent, emphasizing that no official decisions have been made yet.
An anonymous NFL owner told Front Office Sports, "We don't know if it's going to happen in two years, five years, or whenever, but there's going to be an international division," underscoring the league’s long-term vision for Europe.
Challenges to Expansion
Launching full-time teams overseas is not without hurdles. NFLPA executive director Lloyd Howell has discussed the complexities of placing over 200 union jobs on another continent, highlighting issues such as taxation, cost of living, language barriers, and the impact on young players’ lives. For example, convincing a 21-year-old draftee to relocate from Phoenix to Frankfurt poses unique challenges compared to a domestic move.
Financially, expansion fees for European teams could range from $3 billion to $5 billion, making it a costly venture requiring full commitment from all stakeholders.
Strategic Marketing Moves
Meanwhile, the NFL is ramping up its Global Markets Program, which grants clubs international marketing rights to build brand awareness. In 2025, four new clubs joined the program, including the Baltimore Ravens (UK), Green Bay Packers (Germany, Ireland, UK), and Los Angeles Chargers (Greece), expanding the league’s reach to 21 international markets. Peter O’Reilly, NFL executive vice president, said, “We are seeing strong momentum and impact in growing fandom worldwide together,” highlighting the league’s strategic focus on global engagement.
Commissioner’s Vision
NFL Commissioner Roger Goodell has been vocal about the league’s international ambitions. On the Pat McAfee Show, he remarked, “Our clubs have agreed to play up to eight regular-season games. We have expectations that will go well beyond that. We think we’ll be [at] seven next year… We’re really excited where the future is for us on an international basis.” He also emphasized plans to return to Mexico City and maintain a long-term commitment to Brazil.
While the NFL has not officially announced the launch of permanent European teams, the league’s expanding international schedule, marketing initiatives, and ongoing discussions signal that Europe is very much on the horizon. The challenges are significant, but so is the potential upside: tapping into a passionate, growing fanbase and unlocking new revenue streams.
For now, fans can look forward to more games across Europe in 2025, including the historic Madrid debut, while keeping an eye on future developments that could reshape the NFL’s global landscape. As one anonymous owner put it, “It’s not if, it’s when” for the NFL’s European expansion.
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